DANGER, FOOD, SEX, MOVEMENT, FACES, AND STORIES GET THE MOST ATTENTION

Nota:

• The new brain is the conscious, reasoning, logical brain that you think you know best; the mid-brain is the part that processes emotions, and the old brain is the part that is most interested in your survival

Nota:

• The job of your old brain is to constantly scan the environment and answer the questions: “Can I eat it? Can I have sex with it? Will it kill me?”

Nota:

• It may not always be appropriate to use food, sex, or danger in your Web page or software application, but if you do they’ll get a lot of attention.
• Use images of up-close faces.
• Use stories as much as you can, even for what you think is factual information.